Public Relations Society of AmericaDistrict Leaders Guidebook

Jan. 14, 2014

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In This Guidebook

Introduction

Leadership and Managing Your Executive Committee

Programming

Financial Management

Recruitment and Retention

Sponsorships

PRSA Calendar

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IntroductionCongratulations on your appointment as a District leader within the Public Relations Society of America!

As you prepare for your new leadership position, this booklet will serve as a helpful guide.

It is designed to be a light, easy read — split into the areas that will matter most to you as an incoming leader: Leadership and Managing Your Board, Programming, Financial Management, Recruitment and Retention, and Sponsorships, along with a timeline to help you map out your first six months. We’ve also included Resource sections that contain materials and templates to help you in your new role. Additionally, you will find a calendar outlining National’s activities so that you can have the option of crafting your programming to align with the organization’s larger efforts — and so that we can truly operate as OnePRSA.

We hope the contents of this guide will help you bring your organization closer together, empower your leaders, foster solidarity and collaboration, and further PRSA's priorities of advancing professional excellence, diversity and ethics within the industry.

Once again, congratulations on your new role, and thank you for your service to PRSA!

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Leadership and Managing Your BoardGreat organizations have longevity because of the leadership at the helm, and PRSA is no different. The organization relies on the creative, innovative and strategic talents of its membership to help drive new initiatives, execute Professional Development opportunities and create rich environments for professionals to thrive. Leadership is more than governance. On a comprehensive level, leadership is bringing vision to a direction and helping those with like passion achieve its reality. As a PRSA leader, you bring to life the mission of the organization at its most critical level.

Why Is Leadership So Important?The development and management of your board is the cornerstone of your leadership role. Effectively managing your District board will set the foundation for your success over the next year. As you embark on this new journey and in this new role, there will be opportunities to hone your leadership skills. But rest assured you are not traveling the path alone. PRSA has a host of resources to help you develop as a leader and successfully work through your year.

How Do I Get Started?Making the leap is the hardest part. Here are some quick steps for jump-starting your year. As an incoming leader:

Be familiar with your District Bylaws and Policy & Procedures documents (if applicable). Gain a historical perspective from the current and past District leaders.

A good leader knows how to listen, delegate and inspire fellow board members and volunteers to achieve the District goals. Mentoring and recognition are also a part of the leadership process. Now that you have the basics as a foundation, a beginning checklist follows to help take your planning to the next step.

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Leadership ChecklistPre-Term (Recommended Preparation)

Make introduction to District leaders. If you have not yet elected/appointed your executive leadership, start talking with potential candidates and build your dream board.

Determine what your goals and objectives will be for your year as District chair. Have a call/meeting with executive leadership to discuss your goals and objectives for the coming year.

If applicable, revise strategic plan to accommodate your plans for the coming year.

During Your Term Coordinate conference calls/in-person meetings. Reach out to Chapter representatives and share what their role will be with the District

board. Coordinate Chapter visits. Depending on the size of your District, these Chapter visits

can be delegated to other members of your board. Oversee District programming. As appropriate, oversee installation of Chapter officers. Maintain blogs/website. Attend District events. Prepare/manage strategic plan.

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Best Practices Establish expectations with your board by having a personal conversation that outlines your

vision and expectations. Identify what is motivating your board members, and how you can help build their leadership

skills. A good leader clarifies what they expect of their board as well as what the board members

can expect of their leader. Have a policy in place for board attendance. Use team building and leadership exercises to infuse mentoring and teaching moments to

fellow leaders. Have your minutes sent within one week of the board meeting rather than one week before.

This spurs volunteers to follow up on action items sooner. Gain an understanding of parliamentary procedure with “Roberts Rules of Order.” Assign tangible assignments with deadlines to your board members — but be reasonable

and flexible; we’re all volunteers. Succession planning — think ahead and look to recruit members for next year’s board

positions. No profitable company plans in one-year cycles and neither should you — make your

strategic planning process extend out three years to provide a road map for future leaders. Using District programming can be a way to demonstrate value to the Chapters in your

District. Implement a quick start program to give current and aspiring leaders leadership training. Share programming profits with the planning Chapters to help build coffers and provide

District-specific benefits to Chapters. Find ways to connect with your Chapters such as offering funds for speakers, webinars or

special programming.

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Leadership Resources

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ProgrammingThe success of your District all starts with the activities you offer. They can range from in-person programming like mixers and workshops to virtual events like webinars and networking calls. Leading your team to provide a strong program for your members is vital to the success of your District. Your programming will also be essential in driving forward PRSA’s priorities of advancing professional excellence, diversity and ethics within the profession.

When your District is active and providing its members with valuable learning and networking opportunities, the benefits are numerous. It strengthens the role of District as an important part of the PRSA organization. It provides an added benefit to Chapter members. It infuses your treasury, which makes new resources available and provides you flexibility. Plus, when your group is active, it inspires more members to want to get involved and serve in leadership roles.

Why Is Programming So Important?Programming consistently ranks among the most important offerings PRSA provides its members because every member expects to see value for their membership dollar and a return on investment. The most effective Districts realize that and strive to provide their membership with the Professional Development/training, networking and recognition opportunities they seek on an ongoing basis. They also ensure that members are aware of what is available to them. In essence, great programming is essential to adding demonstrable value to your membership and critical to your District’s success.

How Do I Get Started?As an incoming leader:

Start planning your programming now — recognize that when it comes to effective programming, much of the planning should be done in advance of the upcoming calendar year.

A critical first step is to ensure you are aligned with your membership. So get out there and start talking with people in your District at both the member and leadership level. Talk with other leaders who hold similar District positions.

Find out what’s worked, what hasn’t and why. From there you’ll find the most effective future pathways to programming success.

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Programming Checklist

Pre-Term (Recommended Preparation) Review your District program evaluations, if available, to see what’s worked and what hasn’t

in the past. Gain an understanding of what your District is doing well at, what it can improve upon and most importantly what your members want out of their membership.

Identify who will handle the planning of your major events for the coming year. Develop a master calendar for the year ahead and allow for enough planning time for each program.

Ensure your desired programming dates do not compete with other major PRSA events (e.g., International Conference, Digital Impact Conference). (Q4)

During Your Term Review responsibilities with those people in charge of your events to make sure s/he is

grounded in the core job responsibilities or role expectations. Examine what other Districts are doing for programming. Often what’s worked successfully for

another District can more easily be adopted rather than starting from scratch. You’ll find the leadership of other Districts will be more than happy to share insights and materials about their best programs.

Look for opportunities to share presenters with other Districts.

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Best Practices Listen to Your Members — You may consider conducting an annual District member

survey that looks at what types of activities are of most interest, as well as examines the best time of day, day of week, time of year, locations and acceptable registration fees.

Evaluate — Survey attendees (formally and informally where possible) after each program to determine future opportunities for improvement and for ways to better serve your membership.

Seek Alignment — Look for opportunities to offer programming that furthers PRSA’s priorities of advancing professional excellence, diversity and ethics within the industry.

Maintaining Ongoing Communications Is Critical — Ensure you have regularly scheduled e-communication with your membership and volunteers using the channels they prefer.

Check In Regularly — Give your event coordinators the freedom to run with their ideas, and add value while keeping tabs on them to ensure their efforts are on schedule and remain aligned with District needs.

Cut Your Costs — Find sponsors to help defray event expenses and member registration fees.

Extend Thanks — When it comes to working with volunteers and getting the most out of them, show your appreciation. Volunteers thrive on such recognition, more than you might think. Thank them individually and thank them often for their service, no matter how small their contribution.

Provide Member Discounts — Offer reduced event registration fees for District members. Think Multi-Channel Promotion — Promote your programming via traditional and digital

channels. Maximize PRSA National Resources — The organization has a Speakers Showcase and

certain types of events may be subsidized by National. Board members are also available to present at your events.

Add Variety — Think out of the box. Such activities as barbeques, costume parties and mixers may seem unconventional for a PRSA program, but in numerous cases have proven to be wildly successful.

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Programming Resources

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Types of ProgramsThe table below is where PRSA sees the most type of programming offered. It is offered to help spark ideas rather than to be all-inclusive.

Chapters Districts SectionsAffinity Calls X XAwards Programs X X

Annual Conference X (District Conference)

X

Annual Meeting and Dinner

X

Board Meetings/Committee Meetings Monthly

X X

Leader-To-Leader Networking Calls

X

Lunch and Learn Calls X

Newsletters X X X

Town Halls X

Member-To-Member Networking Calls

X X

Professional Development Workshop (International Conference)

X

Regional Networking Events (In-Person)

X X X

Seminars X X (Conference, QuickStart)

X

Teleseminars X

Virtual Conferences X

Webinars X

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Template for Speaker Outreach LetterEmail Subject: Hi (First Name) — speaking opportunity for you — (Event Name)

Hi (First Name),

I hope you are well. 

As a leader and an innovator who stands at the forefront of the communications industry, I am writing to offer you an opportunity to serve as a guest speaker at the (event name).

The event will be hosted by the (name of your Chapter/District/Section) and attendees will (describe what attendees will learn/discuss/experience at the event).

The (name of event) will run from (start time) to (end time) at (location) and is expected to garner an attendance of XX communications professionals and students.

As a guest speaker, you will be asked to lead a XX minute session. How you use the time will be entirely up to you, but below are recommendations:

XX minute presentation that can cover one or more of the following:o Case study showcasing innovative work done at your organization.o (Other relevant topics/information).

XX minute Q&A with audience.

Below is additional information on the event. Please do not hesitate to contact me at (XXX) XXXX for additional information.

We hope that you will be able to participate at our conference and are grateful for your time and consideration.  Best,

(Name)(Title)(Phone/Mobile)(Email)

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Template for Event Advisory

PRSA (YOUR ORGANIZATION) HOSTS: (EVENT TITLE)

(One to Two Line Subhead Describing Event — Can Include Theme, Name of Speaker, etc.)

What(One to two paragraph description of the event)

Who Will Attend(Event name) will be attended by (describe type of practitioner you are looking to attract — senior, young professionals, practitioners across all levels, certain industries, etc.).  

When and Where(Name of location)(Address — with cross streets)(Venue phone number)

(Day of Week, Date) xx a.m.–xx a.m. – Arrival time xx a.m.–xx a.m. – (Event Element, e.g., “Breakfast Networking”) xx a.m.–xx a.m. – (Event Element, e.g., Speaker John Doe will discuss “topic”)

CostPRSA Members – (Cost – typically discounted)Nonmembers – (Cost)

About PRSA(Boilerplate for PRSA National or for your Chapter/District/Section)

# # #

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Template for Event Agenda

(Event Name)(Date)

(Location)

Today’s Program

xx a.m.–xx a.m. (Program element, e.g., breakfast)

xx a.m.–xx a.m. (Program element, e.g., Intro/overview of day – welcome speakers/attendees)

xx a.m.–xx a.m. (Program element, e.g., Sponsor introduces keynote)

xx a.m.–xx a.m. (Program element, e.g., Audience Q&A)

xx a.m.–xx a.m. (Program element), e.g., Closing remarks, networking reception begins)

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Sample Event e-Blast Announcement

PRSA: You're Invited

Attention PRSA (Name of your Section) members:

(Event Name)(Event Descriptor)

(One to two paragraph descriptor)

When and Where:Name of VenueAddress Line 1Address Line 2City, State

Day, DateXX a.m.–XX a.m. – (Program element, e.g.,

Breakfast/networking)

XX a.m.–XX a.m. – (Program element, e.g., Speaker on XX topic)

Cost:PRSA Members – $XX.00Nonmembers – $XX.00

Students – $X.00/No Charge

Please click on the following link to purchase tickets: (Link to your website)

About (Your Section):(Insert boilerplate)

Sponsored by (insert Sponsor logo)

Financial Management

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Financial management is one of the most critical and often overlooked aspects of running an effective District. A smart practice is to approach running your District as if it were your business, and look to create programming and practices that will help build the bottom line and keep your District financially healthy and solvent. The good news is that you won’t have to do it alone — you have the support of the team at National and the appointment of a strong treasurer will help you keep your District “fiscally fit.”

Why Is Financial Management So Important?Just as in any organization, the best Districts practice discipline and sound judgment when it comes to managing their finances. Running a well-managed budget will enable you to deliver strong programming and remain active throughout the year. Districts that struggle are often hampered by lacking the financial ability to implement the programs and initiatives they like to. Start now in getting your head around your budget, what you will need in order to get there and how you will get it done.

Districts are independent entities with their own budgets that are separate from PRSA National. You are responsible for managing your own budget, filing your own taxes and making sure that your District’s financial policies are in alignment with those of National.

How Do I Get Started?As incoming leader, you will need to:

Gain an understanding of your District’s finances — this includes understanding where it is making and losing money.

It will also be important to understand how Districts work with PRSA National.

So as you get your mind around the math, our checklist on the next page will give you suggestions on how to hit the ground running in your new role.

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Financial Management Checklist

Pre-Term (Recommended Preparation) Sit down with the current chair, treasurer and treasurer-elect and conduct a thorough

review of finances to understand where the District is making and losing money. Update signature cards with the bank for all accounts (late December/early January). As you develop your programming calendar (see Programming), estimate the costs and

revenue goals for every event and initiative that you are planning. Work with your treasurer-elect to develop a P&L (profit and loss) grid and a budget

tracker to help guide your efforts.

During Your Term Read PRSA National’s Financial Best Practices for Minimizing Risk.

o Located in Doc Share under District Resource Kits. Contact PRSA National to ensure policies are consistent with National policies for dues, tax

filings, etc. Review responsibilities with treasurer and make sure s/he is grounded in the core job

responsibilities. Pay bills in a timely manner, receive and deposit funds, coordinate dues payments with

PRSA National and file your annual report (IRS Form 990). Schedule a monthly meeting with your treasurer to check your District’s finances and how

you are tracking against your goals. Get started early on filing your annual report (IRS Form 990) and work with PRSA National

to complete and submit your form by May 15.o Postcard can be accessed at http://epostcard.form990.org/.

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Best Practices Create a monthly treasurer’s report for distribution to the board and attach a copy of the

bank statement; review during regular board meetings. When developing budgets, consider non-dues and non-meeting revenue sources such as

sponsorships, awards, networking events, etc. Be careful to ensure sponsorships are not taxable.

Programming and finances go hand in hand — make sure that your treasurer and programming chair/volunteers are actively communicating.

When hosting events, don’t be afraid to bill no-shows or offer special deals — just be clear and consistent.

Keep a ledger of all funds received and deposited; no fewer than two people should sign each check.

Create a rule that every event/activation should have a budget plan (costs/profit goals) that has been reviewed and vetted by your treasurer.

Think about succession planning — treasurer is often one of the hardest positions to fill and a stepping-stone to chair. Start early in identifying candidates for next year and consider appointing a vice treasurer.

Don’t just think about your year — build a strong financial reserve so that your District is on firm footing for the next chair.

Actively review your membership report/dashboard from PRSA National and keep track of how both member growth and attrition is affecting your bottom line.

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Financial Management Resources

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Sample Profit and Loss (P&L) GridRevenues

Line item #1 (e.g., member dues)

$X,XXX.XX

Line item #2 (e.g., sponsorship fees)

$X,XXX.XX

Line item #3 (e.g., fall workshop tickets)

$XXX.XX

Gross Profit $XX,XXX.XXCosts

Line item #1 (e.g., website hosting)

$XXX.XX

Line item #2 (e.g., calendar mailer)

$XXX.XX

Line item #3 (e.g., fall workshop expenses)

$XXX.XX

Total Costs $X,XXX.XXGross Profit $XX,XXX.XXTotal Costs $X,XXX.XXNet Income $XX,XXX.XX

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Sample Budget TrackerElements CostLine item #1 (e.g., space rental) $X,XXX.XXLine item #2 (e.g., meal cost) $X,XXX.XXLine item #3 (e.g., speaker fee) $XXX.XXLine item #4 (e.g., event mailer) $XXX.XX

Total Cost $X,XXX.XX

RevenueLine item #1 (e.g., sponsorship) $X,XXX.XXLine item #2 (e.g., online ticket sales) $XXX.XXTotal Revenue $X,XXX.XXTotal costs $X,XXX.XXTotal revenue $X,XXX.XXBalance $X,XXX.XX

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District SponsorshipsSponsorships are an important part of a District’s success, but all too often it is an area that is overlooked or sometimes even completely ignored. A sponsorship is an opportunity for a company or organization to advertise their business’ products or services to your District members in exchange for either money or an in-kind donation. Examples of in-kind donations include photography services, printing, graphic design services, catering and lodging/transportation services.

The most obvious sponsorship opportunity at the District level is the District Conference. But there are other opportunities as well. For example, if your District conducts an awards competition, or if you have a District website or District newsletter, these are all opportunities for potential sponsorships. Some sponsorships can be a one-time thing such as an event, while others can be yearlong, such as a District-level sponsorship. Every way that Districts touch or communicate to their members provides another sponsorship opportunity.

Why Are Sponsorships So Important?Sponsorships allow Districts to bridge the gap between income and expenses by providing an additional source of revenue. For most Districts, their sole source of income is a per-member fee paid by the Chapters. For a few, there is no source of income at all. Sponsorships become vitally important to the success of a District in those instances where no other revenue is coming into the District.

Sponsorships are an opportunity to develop partnerships between members and businesses in the industry. It can be a win-win for both parties.

How Do I Get Started?As an incoming leader:

The first step is merely to make “The Ask,” because as the saying goes, “You only get what you ask for.”

Remember that for many companies, a PRSA District is exactly the target market they are trying to reach, so by offering them sponsorship opportunities, you are helping them market their products and services effectively.

Using the tools provided in this section, you will be prepared to successfully make sponsorships an added benefit to your District.

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Sponsorship ChecklistPre-Term (Recommended Preparation)

Identify a sponsorship chairperson or a board member who will take this on. Develop a sponsorship packet that outlines the numerous sponsorship opportunities,

including the dollar amount of the sponsorship and what the sponsor receives in return. Identify potential sponsors. Survey your membership to help you create this list, as many of

your members may have contacts or suggestions of potential sponsors, or they may work for companies that are themselves potential sponsors.

During Your Term Have your sponsorship chairperson start making the “Ask” and continue to do so throughout

the year. Develop a sponsorship agreement that outlines the details of each sponsorship. For each sponsorship, make sure to follow through on the promises made to the sponsor

regarding what they receive for their sponsorship. This should be outlined in the sponsorship agreement.

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Best Practices Choose a sponsorship chairperson or responsible board member who has an outgoing

personality and numerous contacts in the industry. Sales experience and fearlessness is a plus.

If you are starting out with no sponsorship history, choose one or two District events that are the most successful and are very well attended, and single those out for sponsorships.

Identify the monetary needs your District has for the upcoming year and set a goal for how much of that will be covered by Sponsorship dollars. Be conservative in the beginning.

Give yourself ample time to secure sponsors. Maximize sponsor visibility whenever possible. Offer good visibility, but make sure your

program doesn’t turn into a sales pitch that turns off members. Treat your sponsors well. If they have a good experience, they will fund more events. When attending other industry meetings, pay attention to the sponsors at those events, as

they may have an interest in sponsoring your District as well, since the audiences are the same.

Don’t overlook small companies and small sponsorships. While it is easier to get one large sponsor, you may have to break up your monetary needs into several smaller sponsorships.

Look at companies that currently sponsor PRSA National and find out if they have a local branch or office. If they do, they may be willing to sponsor at the District level as well.

Leverage sponsorships to cover your costs so you are guaranteed to break even, even if no member attends (although that is not an ideal situation).

Look for exclusive, special opportunities for sponsorships, e.g., the cocktail sponsor at an awards banquet.

Work with your sponsors and create custom packages that they feel provide value to their organization.

If the sponsor is speaking at your event, make sure that their remarks pertaining to their product are implicit, not explicit (i.e., soft sell).

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Sponsorship Resources

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Template for Conference Sponsorship Package

Name of ConferenceSponsorship Opportunities

Description of Conference

Conference Mission: If appropriate, describe here why the event is taking place and what you hope to accomplish.

Who Will Be There: Estimated (X) public relations and communications professionals. List the types of members that will be in attendance (entry-level, senior practitioners, APRs,

etc.). List the geographical area that the members will likely be coming from. List any other information that helps identify the type of attendees that will be present.

Dates:

Where:

Event Marketing Tools: List here the different tools you will use to market this conference, including a conference

website, news releases, promotion to other organizations, etc.

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These are just examples of the types of sponsorships you could offer. Pick and choose those appropriate for your event.

EXCLUSIVE SPONSPORSHIPSIn addition to the below-listed benefits, all sponsors may submit pre-approved promotional literature or item to be inserted in all conference registration tote bags.

REGISTRATION TOTE BAGSOne AvailableInvestment: $3,000Sponsor the official conference tote bag presented to every attendee at registration. Sponsorship includes your company’s one-color logo imprint on the bag. Your logo, along with the logo of the conference itself, will be the only logos placed on the bag. This level also includes one conference registration, vendor space in the expo area, as well as recognition on conference website and in the program.

BADGE LANYARDSOne AvailableInvestment: $2,500Sponsor the official conference badge/laminate presented to every conference attendee at registration. Your company’s one-color logo imprint will be placed on the lanyard, along with the conference logo. This sponsorship level also includes one conference registration, vendor space in the expo area, as well as recognition on conference website and in the program.

CONFERENCE PROGRAMOne AvailableInvestment: $2,000Put your message in front of attendees daily with this frequently referenced guide to conference activities, panels and speakers. Sponsorship includes a full-page, four-color ad on the inside cover of the program. This level also includes one conference registration, vendor space in the expo area as well as recognition on conference website.

THURSDAY OPENING NIGHT RECEPTION One AvailableInvestment: $5,000Benefits include up to five minutes addressing attendees with your company’s message and placement of collateral materials at each place setting. Your logo will be prominently displayed on signage at the event as well as on the conference website and in the program. Your logo will also appear on each photo printed from the photo booth at the event. This sponsorship level also includes one conference registration and vendor space in the expo area.

FRIDAY BREAKFAST and MORNING SESSION One Available Investment: $3,000Show your support of the name of conference by sponsoring the conference’s opening session. Benefits include the introduction of the keynoter by your company representative, signage, placement of collateral materials at each place setting and prominent logo display. Logo visibility

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on conference website and in conference program as well. This level also includes one conference registration and vendor space in the expo area.

FRIDAY LUNCH and AFTERNOON SESSION One Available Investment: $3,000Benefits include the introduction of the lunch keynoter by your company representative, signage, placement of collateral materials at each place setting and prominent logo display. Logo visibility on conference website and in conference program as well. This level also includes one conference registration and vendor space in the expo area.

FRIDAY RECEPTION One AvailableInvestment: $3,500Benefits include up to five minutes addressing attendees with your company’s message and placement of collateral materials at each place setting. Your logo will be prominently displayed on signage at the event as well as on the conference website and in the program. This sponsorship level also includes one conference registration and vendor space in the expo area.

SATURDAY BREAKFAST and CLOSING SESSION One Available Investment: $3,000Benefits include the introduction of the keynoter by your company representative, signage, placement of collateral materials at each place setting and prominent logo display. Logo visibility on conference website and in conference program as well. This level also includes one conference registration and vendor space in the expo area.

REFRESHMENT BREAKS Two AvailableInvestment: $1,250 eachFriday (one) Morning (one) AfternoonYour logo will be prominently displayed on signage in the break station area. You are also invited to place your company’s collateral materials on the break station tables. Logos also will be featured on the conference website and in the program. This level also includes one conference registration.

EXHIBITORS In addition to the below-listed benefits, exhibitors may submit pre-approved promotional literature or item to be inserted in all conference registration tote bags.

Exhibit Space (Friday) Investment: $500 per space (up to 6' floor or table space)Bring your product or service to the Name of Event where it’s available to all conference attendees in the heavily traveled expo area. Your logo also will be included on the conference website and in the conference program.

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SUPPORT SPONSORSHIPS

FRIENDS OF THE CONFERENCE — GOLD LEVELInvestment: $500As a Friend of the Conference, Gold Level, your company will be listed in the conference program, on signage during the conference, announced during the opening general session and be posted on the conference website.

FRIENDS OF THE CONFERENCE – PLATINUM LEVELInvestment: $1,000At the Platinum Level, your company receives all of the Gold Level benefits, plus you have the opportunity to introduce any one breakout session of your choice. Platinum Level also includes one conference registration.

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PRSA First Quarter 2014 Calendar

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JAN FEB MAR

PRSANATIONALEVENTS

PRSANATIONALPROMOTIONS

WAIVED INITIATION/

REINSTATEMENT

FREE CHAPTER PROMOTION

FREE SECTION PROMOTION

SECTIONCONFERENCES

MONTHLY THEMES

BLACKHISTORYMONTH

PRSAVOLUNTEERISM